SOLUTION: Digital Marketing and Social Media | My Assignment Tutor

201402105 Digital Marketing and Social Media Coursework 12 | P a g eHull UniversityDIGITAL MARKETING & SOCIAL MEDIA I MODULE 26090STUDENT ID: 201402105 COURSEWORK 1FruiteatoxDigital Marketing Plan 2017Samantha Marimo201402105 Digital Marketing and Social Media Coursework 13 | P a g eHull UniversityContentsExecutive summary……………………………………………………………………………………………………..4Introduction ……………………………………………………………………………………………………………….5SOSTAC………………………………………………………………………………………………………………………5Situation Analysis………………………………………………………………………………………………………..6External Analysis…………………………………………………………………………………………………..7Competitor Analysis………………………………………………………………………………………………8Internal Analysis …………………………………………………………………………………………………10TWOS Matrix- …………………………………………………………………………………………………….11Objectives…………………………………………………………………………………………………………………12Strategy ……………………………………………………………………………………………………………………13Customer Segmentation and Targeting …………………………………………………………………13Positioning …………………………………………………………………………………………………………15The Big Idea………………………………………………………………………………………………………………17Digital Strategy………………………………………………………………………………………………………….20Tactics ……………………………………………………………………………………………………………………..21Actions …………………………………………………………………………………………………………………….27Control …………………………………………………………………………………………………………………….29201402105 Digital Marketing and Social Media Coursework 14 | P a g eHull UniversityExecutive summaryx Fruiteatox is a new entry D2C business competing against well-established dominantbrands like Boo Tea.x The framework of this marketing plan takes influence from the SOSTAC planningmodel (Smith, 2002) in order to establish a strong marketing presence on all socialmedia platforms through the creation of ‘Fruiteatox online community’ accessible onthe website and a mobile app.x The campaign will be centred on being a healthy lifestyle product which addressesinternal, societal challenges the 21st Century women face. Fruiteatox has beenrepositioned to being a detox cleanser for the soul.201402105 Digital Marketing and Social Media Coursework 15 | P a g eHull UniversityIntroductionFruiteatox Ltd, established June 2014, is an upcoming D2C UK based microbusinessspecialising in the production of detox teas which offer health benefits to consumers.The company’s HQ and distribution centre is located on the premises of the UK Tea Council;known for attaining an Ethical Tea Partnership accreditation. Having attained the ISO9001certification, Fruiteatox is acknowledged for its achievements in Continual QualityManagement; an internationally recognised accreditation (Fruiteatox, 2014).Fruiteatox are proud to have developed a “lifestyle product” which work simultaneously asa catalyst to a healthy, controlled weight loss as well as provide essential nutrients to thebody. The most favourable and well-established products of the two is the DAYTOX: OriginalDetox Tea; of which the business utilised to penetrate into the market throughincorporating an influencer marketing strategy on social media such as Instagram.Between 2012 and 2014, sales of fruit and herbal teabags rose by 31% from £58 million to£76 million, whilst sales of speciality teabags rose by 15% to £63 million and sales of greenteabags increased by 50% to £36 million. (Mintel, 2015). Although the company holds aminute share within the market, the rapid expansion in sales of fruit and herbal teaindicates a sturdy growth. Therefore, in order to enhance sales it is essential that Fruiteatoxadopts a digital marketing plan in order to rebuild awareness of the brand and improve thelevel of engagement online with customers.SOSTACSOSTAC is a framework developed in 1990s by P Smith (figure 1) and later amended in 2012(Chaffey & Smith, 2016) to provide a logical, systematic approach in forming an effectivedigital marketing plan (figure 2).Figure 1: Figure 2: (Chaffey & Smith, 2016)201402105 Digital Marketing and Social Media Coursework 16 | P a g eHull UniversitySituation AnalysisExternal AnalysisFigure 5 (Euromonitor International , 2016)Figure 2 (Euromonitor International, 2017 )According to the Weight Management and Well-being Trends Report (figure 3), it has beenidentified that the slimming tea market is an infant market is continually expanding,therefore there is potential leverage to be gained within the market. With growthperformance forecast portraying strong growth in sales from 2016-2021 period, it can beassumed consumer attitudes towards the fruit and herbal market portrays positive growthand an increasing number of consumers are becoming health-conscious.201402105 Digital Marketing and Social Media Coursework 17 | P a g eHull UniversityExternal AnalysisExternal Market Research CompanyFlavours(Detoxteasonly)Packaging TypesPriceWebsiteInstagramFacebook(approx.)TwitterFruiteatox214 Teatox- D orN(£10.99)Weakwebsitewithtechnicalissues,Community space isnotavailable87.4KFollowers4KFollowers4K Likes750Followers14 D + 14 NTeatox-(£19.99)28 D + 28 NTeatox(£34.99)BooTea214 Teatox- D orN(£10.99)Very Userfriendlywithmultiplatformlinks432KFollowers214KFollowers216KLikes50.9KFollowers14 (7D+ 7N)Teatox(£13.99)28 (14D+14N)Teatox(£25.89)Tea Pigs32 tea temples-(£1.75)ModerateWebsite,userfriendlywithmoderatecontent32.6KFollowers40KFollowers42K Likes44.5KFollowers15 temples-(£3.99)45 tea temples(£10.00)Clippers2620 tea bags(£1.45)20.5KFollowers110KFollowers111KLikes21KFollowers Data extracted from online websitesTable 2, identifies Fruiteatox as having a weak online presence amongst its competitors withthe least amount of followers on all social media platforms. With BooTea holding the largestnetwork followers across all social media platforms portrays a strong online community andfrequent posting activity and shares.201402105 Digital Marketing and Social Media Coursework 18 | P a g eHull UniversityIt can be assumed a major contributing factor could be due to the lack of blogging contentavailable on all social media platforms. 90% of marketers state that they use contentmarketing in some form and 60% intending to increase content marketing in the near future(Pulizzi and Handley 2014).Furthermore, another component deterring Fruiteatox from possible sales is its lack ofwebsite usability due to errors in coding. According to OIM, the fallout from poor websitedesign is enormous and contributes to 85% abandon a site due to poor design and 50% ofsales are lost because visitors can’t find content (Online Institute of Marketing, 2013).Competitor AnalysisFrom the extracted sources above, it right to state that Fruiteatox would need to focus ondeveloping their website in order to appeal particularly to the young millennials. Social(Nibbler, 2017)(Fruiteatox, 2014)(Socialmention, 2010)201402105 Digital Marketing and Social Media Coursework 19 | P a g eHull Universitymention has identified that consumers are not engaging even with the available contentthat exists on social media platforms.Competitor: BooTeaBooTea invests heavily on paid search, which is evident when you search for Detox tea: Ona SERP (Search Engine Result Page) it has Page Domination through the use of Goole PLA’s(Product Listing Adverts), AdWords (PPC) and high organic ranking.(BooTea, 2017)(Socialmention, 2010) (Nibbler, 2017)201402105 Digital Marketing and Social Media Coursework 110 | P a g eHull UniversityInternal AnalysisCurrent Target MarketFruiteatoxs’ active target audience are women aged 25-44, who have very busy lifestylesand interested in health and fitness (Fruiteatox, 2014) . UK consumers continue to embraceonline shopping, reflected by retail value sales of internet retailing increasing by nearly 84%(in real terms) between 2011 and 2016. And that growth is expected to continue in comingyears even as budget-conscious consumers tighten their belts as prices rise as anticipated inthe wake of the recent Br-exit vote. (Euromonitor International , 2016)201402105 Digital Marketing and Social Media Coursework 111 | P a g eHull UniversityTWOS MatrixTOWS is a tool for strategy generation and selection; SWOT analysis is a tool for audit andanalysis. One would use a SWOT at the beginning of the planning process, and a TOWS lateras you decide upon ways forward.201402105 Digital Marketing and Social Media Coursework 112 | P a g eHull UniversityObjectivesSMART is an effective tool that provides the clarity, focus and motivation you need toachieve your goals.1. There’s more to Tea than Fruit: Establish Fruiteatox’s very own online communitythrough the website and create an App to incentivise customer retention rates with1,000 members to sign-up and download App within 6 months.With more than 5 in 6 (84%) identifying as the main shopper within their household, there isa major and largely untapped opportunity for brand visibility and positioning with these keydecision makers. (Ledbury, et al., 2017). Currently Fruiteatox’s website lacks creativity andaesthetic appeal which will encourage consumer engagement or even interact with othercustomers.2. Rejuvenate sales: Achieve a 20% increase of sales through social media platforms by25% within 6 monthsSocial media marketing has shifted from engagement channel to a paid, broadcast channelwhere engagement is a means to drive reach and social sites themselves are starting tofocus on business outcomes to measure effectiveness (WARC, 2017).3. Lose some Fruits: Reduce 20% of large influencer marketing advertisement andinvest in a combination of niche influencers and paid ad on social on social mediaplatforms to strengthen the digital brand presence within 12 months.“Return on WOM” study by the Word of Mouth Marketing Association in 2014 found thatone-third of the sales impact of word of mouth is due to word of mouth working as anamplifier to paid advertising. (Keller & Fay, 2016).201402105 Digital Marketing and Social Media Coursework 113 | P a g eHull UniversityStrategyCustomer Segmentation and TargetingFruiteatox identifies their main target audience to being women and have noted theiraudience’s demographics vary from 39% of Instagram flowers being 18-24, 37% 25-34 and12% 35-44 (Fruiteatox, 2014). Wodtke (2002) stated that primary personas need to be acommon user type who is both important to the business success of the product and needyfrom a design point of view-in other words, a beginner user or a technologically challengedone.(Xtensio, 2017)201402105 Digital Marketing and Social Media Coursework 114 | P a g eHull University(Xtensio, 2017)201402105 Digital Marketing and Social Media Coursework 115 | P a g eHull University(Xtensio, 2017)PositioningFruiteatox positioned itself as an online D2C UK company producing premium specialitydetox tea. Through market research none of the Detox tea companies utilise mobile App asa medium to engage with customers. A key reason for apps’ growing relevance is that theyfunction as a “brand in the hand” (Sultan and Rohm, 2005), enabling consumers to accessproducts and services anytime and anywhere (Wenzel, Faisst, Burkard, and Buxmann, 2012).201402105 Digital Marketing and Social Media Coursework 116 | P a g eHull UniversityMarketplace MappingA marketplace map summarises the main audience types, competitors for traffic and trafficflows between them. It helps a marketer understand the online customer journey and plancampaigns accordingly to ensure that an efficient plan is developed (Chaffey & Smith, 2016).Customer Journey is a term used to describe ‘touchpoints’, or different types of paid, ownedand earned media which influence consumers as they access different types of websitecontent when selecting products and services.201402105 Digital Marketing and Social Media Coursework 117 | P a g eHull UniversityThe Big IdeaContent marketing is an approach to marketing communication in which brands create anddisseminate content to consumers with the intention that the content generates interest,engages consumers, and influences behavior. This has become increasingly popular inrecent years (DeMers 2014).Fruiteatox defines their product as a ‘Lifestyle brand’ (Fruiteatox, 2014) and therefore, itcould be suggested that a central focus on their marketing communications could be basedon all things regarding ‘health and well-being’ including mental health. This can provide aUSP to assert their presence on all social media platforms within the market and form a twoway dialog which educates and provides awareness and helps to tackle causes which havebeen prominent within society.1. The creation of Fruiteatox’s share- nation: The making of Fruiteatox’s very ownonline community on an AppThe ideology of associating the term ‘detox ‘ to being more than just a tea provides scope toaddress women’s mental health and support cause through sponsoring numerous charities.With their only target market being woman, I think it is essential to communicate and utiliseFruiteatox as a platform which encourages and advocates women’s internal health andwellbeing issues through connecting and engaging with customers on various social mediaplatforms.WARC suggests boundaries were defined according to the level of consumer engagementwith user-generated media and suggested that people engage with such media in threeways (Shao, 2009):x by consuming,x by participating, andx by producing brand-related mediaAim for the Viral Video:Use of emotive marketing to create sentimental value for viewers with meaningful contentwhich is relatable to everyday life. An assumption is that women generally like speakingabout their life, their feelings, their problems, and receiving advice from their friends.Aim is to work in partnership with large charities and governmental bodies in addressingwomen’s mental health and providing a positive image through advocating self-love andwell-being for women.Shareable experiences 1: #FruiteatoxDetox201402105 Digital Marketing and Social Media Coursework 118 | P a g eHull UniversityShareable experiences 2: #MindYourTeaShareable experiences 3: #SpillTheTeaExamples of viral campaigns: Dove viral campaign- Beauty on my own terms#MyBeautyMySayhttps://www.youtube.com/watch?v=_XOa7zVqxA4(Dove, 2017)201402105 Digital Marketing and Social Media Coursework 119 | P a g eHull UniversityL’Oréal Diversity and Inclusion campaignA campaign which delivers a message to society regarding society’s perceptions of beautydisregarded by self-love. Similarly, Fruiteatox could use this approach as a point ofdifferentiation against competitors. WARC suggests to make an effective viral videocampaign, the following components must be considered:201402105 Digital Marketing and Social Media Coursework 120 | P a g eHull UniversityDigital StrategyChaffey and Smith (2012) state the purpose of a digital marketing strategy is to achieveprofitability, through identifying, anticipating and satisfying customer needs. Additionally, arevamp of the main company website and applications software are the main focus torejuvenating customer activity online. In order to boost Fruiteatox’s digital presence on allsocial media platforms the following RACE components will be considered in order to fulfilobjectives.x Reach- the target audience through smart search engine optimisation which willdrive traffic towards the company website.x Interact with the target audience by providing an interactive, user-friendly websiteand utilising all social media platforms to build awareness through content. The useof content marketing will encourage subscription to e-newslettersx Engage the target audience through building long long-term relationships withcustomers. Buzz marketing techniques such as the launch of a viral promotionalvideo predominately available on Facebook and Twitter in order to enhance contentshare-ability and also provide an option to sharing the video and buzz marketingcontent through dark social media platforms e.g. WhatsApp and FacebookMessenger. Additionally, buzz marketing could be presented in the form of frequentpromotional advertising material to customers through e-mail marketing. This willinform customers on the latest offer, discounts and exclusive competitions. Finally,increase visibility of company website products through paid- ad campaigns andimpressions on social media platforms twitter and Facebook201402105 Digital Marketing and Social Media Coursework 121 | P a g eHull UniversityTacticsReach: Search Engine optimisation (SEO)As a method of advertising, Fruiteatox could benefit from SEO to enhance the onlinevisibility of their website through pay-per-click (PPC) advertisement. This would workfavourable to small businesses like Fruiteatox as payment is only required if a customerclicks your ad to visit the website. In other words, when your advertising is working (Google,2017).(Smart Insights, 2017)201402105 Digital Marketing and Social Media Coursework 122 | P a g eHull UniversityTheoretically, the earlier, and more frequently a website appears in the search results list,the more visitors it will receive from the search engine’s users; these visitors can then beconverted into customers. By creating keywords on Google AdWords associated to‘Fruiteatox’ and ‘Detox’ will directly target out customers online.Interact: Social media and websiteThere are 2.1 billion social media users globally (ref), therefore it is important thatFruiteatox encourages customers to participate and interact through all social mediaplatforms and the website.201402105 Digital Marketing and Social Media Coursework 123 | P a g eHull University(Smart Insights, 2017).(Smart Insights, 2017)201402105 Digital Marketing and Social Media Coursework 124 | P a g eHull UniversityBelow (figure) illustrates Fruiteatox’s current website page.(Fruiteatox, 2014)Here demonstrates an alternative design and layout of content which appeals to be a moremodern appeal and utilises animation to make the website engaging.201402105 Digital Marketing and Social Media Coursework 125 | P a g eHull UniversityApp Launch ContentThrough downloading the Mobile App, customers are able to gain personalised content, andhave access to material, such as health and well-being content, interactive challenges andcompetitions and also build own online community which supports causes exclusive forsubscribers. According to WARC, more than 9 in 10 (93%) female smartphone users engagewith apps – and they keep on using them as they get older (WARC, 2017).EngageOne Forrester report predicted that worldwide advertising spend on mobile video wouldgrow at a 28% CAGR in the next five years, with the main beneficiaries being the socialplatforms with audience scale, such as Facebook, Twitter and WeChat.Haven (2007), defines consumer engagement as the level of involvement, interaction andinfluence an individual has with a brand overtime.An issue identified by Fruiteatox was its inefficiency to utilise influencers appropriately asthe level of sales would be determined by the company’s level of investment towardsFruiteatoxApp Keep in the loop with our n Connect with other Fruiteatox Lovers! ew Mobile AppKeep up to date with the latest fruity newsIndulge in some of our fab recipesDetox the mind with our monthly calendarsPartake in some of our weekly competitionsGet your hands on some exclusive deals!201402105 Digital Marketing and Social Media Coursework 126 | P a g eHull Universityadvertising through affiliates, e.g. Influencers. Although current marketing trends suggeststhe viability of influencers, it’s important that Fruiteatox establishes its own brand identitywith minimal use of influencers with a large online presence. A focus on niche influencersrelevant to the health and well-being sector who can commit to produce a marketingcontent would be enough to sustain.(Smart Insights, 2017)201402105 Digital Marketing and Social Media Coursework 127 | P a g eHull UniversityActionsEngage in ContentInspire and Call Out201402105 Digital Marketing and Social Media Coursework 128 | P a g eHull UniversityGantts Chart of Actions201402105 Digital Marketing and Social Media Coursework 129 | P a g eHull UniversityControlThe remaining component of the SOSTAC model is control which will enable Fruiteatox toevaluate the effectiveness of the campaign.(Chaffey & Smith, 2016)The main methods of control which will be utilised to measure level of performance involvesthe following:1. SEO Google Analyticis (Adwords)2. Customer Feedback3. Social media followers and mentions on Twitter and Facebook4. Video campaign shares5. Mobile App downloads/traffic and shared giff contents on social media platforms201402105 Digital Marketing and Social Media Coursework 130 | P a g eHull University1. SEO involves achieving the highest position or ranking practical in the natural ororganic listings for selected keywords or phrases (Chaffey & Smith, 2016). Throughgoogle analytics one can analyse the:x All Organic Visits Over Time (Timeline)x Top SEO Landing Pagesx Top Organic Keywords & % of New Visitsx Pages per Visit by Organic Keywordx Most Successful Keywords by Goal Completions (Google Analytics, 2017)Google Analytics provides the digital analytics tools needed to analyze data from alltouchpoints in one place, for a deeper understanding of the customer experience (GoogleAnalytics, 2017)(Google Analytics, 2017)Cost-per-acquisition= _____________ x cost 100 -per-clickConversion rate %201402105 Digital Marketing and Social Media Coursework 131 | P a g eHull University2. Customer FeedbackThis would be accumulated in the form of an online survey briefly assessing thecustomer experience on the website and Mobile App through the use of SurveyMonkey. This will be measured every 6 months.3. Social Media Fans (incl. Facebook, Twitter and Instagram)Social Mention can be utilised to assess activity from all social media platformsthrough relative key words that customers may have commented on by analysingthe engagement rate.4. This would be assessed through the number of shares, subscriptions and views theonline video has on YouTube. However, this could be difficult to capture as manyforms of online content are often shared through dark media platforms such asWhatsApp and Facebook Messenger meaning this may mean data may not representthe true value of the video.201402105 Digital Marketing and Social Media Coursework 132 | P a g eHull UniversityReferencesBooTea, 2017. BooTea. [Online]Available at: https://www.bootea.com/[Accessed 11 December 2017].Chaffey, D. & Smith, P., 2016. Digital Marketing: Strategy, Implementation and Practice. 6th ed.Harlow: Pearson .Dove, 2017. Dove. [Online]Available at: https://www.dove.com/uk/stories/campaigns/my-beauty-my-say.html[Accessed 11 Dacember 2017].Euromonitor International , 2016. Consumer Lifestyles in the United Kingdom, s.l.: Passport.Euromonitor International, 2017 . Weight Management and Wellbeing: Trends and Innovations, s.l.:Passport.Fruiteatox, 2014. Fruiteatox Website. [Online]Available at: https://www.fruiteatox.com/[Accessed 09 12 2017].Google Analytics, 2017. Google Analytics Solutions. [Online]Available at: https://www.google.com/analytics/analytics/#?modal_active=none[Accessed 11 December 2017].Keller, E. & Fay, B., 2016. How to use influencers to drive a word-of-mouth strategy , s.l.: WARC.Ledbury, C. et al., 2017. Something for Everyone: Why the growth of Mobile apps is good news forbrands, s.l.: Ipsos MORI.Nibbler, 2017. Nibbler. [Online]Available at: http://nibbler.silktide.com/en[Accessed 8 December 2017].Online Institute of Marketing, 2013. Why You Should Care About Website Usability. [Online]Available at: https://www.onlinemarketinginstitute.org/blog/2013/05/importance-websiteusability/[Accessed 8 December 2017].Oxford Dictionary, 2017. Oxford Dictionaries. [Online]Available at: https://www.oxforddictionaries.com/[Accessed 09 December 2017].PWC, 2017. UK Economic Outlook. [Online]Available at: https://www.pwc.co.uk/services/economics-policy/insights/uk-economic-outlook.html[Accessed 5/12/2017 December 2017].Smart Insights, 2017. Smart Insights. [Online]Available at: https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile201402105 Digital Marketing and Social Media Coursework 133 | P a g eHull Universitymarketing-statistics/[Accessed 11 December 2017].Socialmention, 2010. Socialmention. [Online]Available at: http://socialmention.com/search?q=fruiteatox&t=all&btnG=Search[Accessed 9 December 2017].Stephen, A., Sciandra, M. & Inman, J., 2017. The effects of content characteristics on consumerengagement with branded social media content on Facebook, s.l.: WARC.WARC, 2017. What we know about social media effectiveness, s.l.: Warc Best Practices.Xtensio, 2017. Xtensio. [Online]Available at: https://xtensio.com/toolbox/marketing/[Accessed 11 December 2017].CompetitionsYummy RecipesTop Up!